1. 12 Steps to a Successful PR Campaign (Your book lists 8!)
Planning
12 Steps to a Successful PR Campaign
(Your book lists 8!)

2. Planning
Meticulous planning is essential in executing a successful public relations campaign or task.
Strategic planning helps you (or your organization) discover where you need to go, what route to take and what methods of “transportation” work best.

3. 1. Research Research is at the core of any PR activity.
Research allows you to be aware of everything externally and internally that can impact your campaign.

4. 2. Define Situation SWOT Analysis Strengths Weaknesses Opportunities
Threats

5. Define Situation Examine the external environment with a PEST Analysis
Politically
Economically
Socially
Technologically

6. 3. Objectives
Clearly define the objectives (goals/outcomes/results) of your PR campaign or task -- what do you hope to accomplish

7. SMART Objectives Specific: clearly defined and comprehensible
Measurable: can each objective be measured in the evaluation
Achievable: considering other factors (budget, timeframe, environment), are results within reach
Realistic: considering resources, are the results realistic
Time: when should the objectives be reached

8. Management by Objective
MOB includes:
client/employer objectives
audience/publics
audience objectives
media channels
media channel objectives

9. Management by Objective
sources and questions
communication strategies
essence of the message
nonverbal support

10. 4. Identifying Publics/Audience
Who is crucial and relevant to your campaign?
latent publics: groups that face a problem/challenge and fail to recognize it
aware publics: groups that recognize a problem exists
active publics: groups that are doing something about the problem/challenge

11. 5. Identifying Stakeholders
Employees
Identified Publics
Suppliers
Senior Executives
Investors
Others

12. 6. Key Message
Every PR campaign needs a clear, concise and readily understood set of messages that forms the main thrust of communication.
essential part of the attitude forming process
Demonstrate the effectiveness of the communication
Key messages must not cross over or conflict!

13. 7. Strategy Strategy and tactics are not the same thing!
Strategy is the theory on which tactics are built.
Strategy is the overlying mechanism of a campaign from which the tactics are deployed to meet the objectives.

14. 7. Strategy Ketchum’s Strategic Planning Model for Public Relations:
Facts:
Category facts
Product/service issues
Competitive facts
Customer facts

15. 7. Strategy Goals: Business objectives Role of public relations
Sources of new business

16. 8. Tactics
PR professionals have lots of tools -- use ones that are appropriate and effective:
Media Relations
Lobbying
Events
Interviews
Presentations
Promotions/Contests
Newsletters/Publications

17. 8. Tactics Video News releases Press Conferences Op/Ed Pieces Podcasts
Stunts
Websites
Consultations
Blogs

18. 9. Time Frame
A well-planned calendar helps staff and message stay on target.

19. 10. Budget A realistic budget is essential in helping assure success:
Operating costs: distribution, administrative, travel, production, seminars
Human costs: overheads, expenses, salaries
Equipment:

20. 11. Crisis Management Plan
Assess risk and plan to deal with it

21. 12. Evaluation Evaluation should be realistic credible specific
meets client and employers expectations